We develop brands from the inside, out.

The Inside

Discover your brand’s reach, audience, market, purpose, and beliefs. How we develop brands is grounded in where that brand will live and who it will interact with. If you already have some of this information, we can leverage that too.

We gather and develop this foundation with:

  • Brand awareness studies
  • Audience insights
  • Market research
  • Stakeholder interview
  • Strategy & tactics
  • Positioning
  • Brand pillars


The Outside

Define the brand with a strategic identity.

If you have a brand that doesn’t properly represent your business, or you have no brand at all yet, these are things we can help you with:

  • Voice and tone
  • Expressions (tagline, key marketing points)
  • Visual identity
  • Campaign concepts
  • Copywriting
  • Brand partnership approach
  • Content strategy


Ongoing Support

If you’re the Founder of a small business, or leading a team at a larger company, we offer select clients:

  • Brainstorms & workshops
  • Strategy advisement
  • Oversight of Brand implementations

Eat Sunny—Building a Brighter Food Brand

  • Positioning
  • Brand Strategy
  • Naming
  • Visual Identity
  • Packaging
  • Voice and Tone
  • Expressions
  • Copywriting
  • Positioning
  • Brand Strategy
  • Naming
  • Visual Identity
  • Packaging
  • Voice and Tone
  • Expressions
  • Copywriting

Lots of Cooks
Many companies will come out with a business or product that’s already been done and shoot to grab some of the market sharethink McDonald’s and Burger King. But it’s harder to get away with that as a brand. Offering a similar business or product is called market competition, but offering the same brand is called identity theft. 

This is why a fundamental thing that we do during the branding process is to look for an area that hasn’t already been tackled by a competitor. In the market of ready-to-eat meals, there are a lot of players. We looked closely at over 30 brands that could serve as a competitor to Eat Sunny. Big, small, customized, diet-based, educational, expert-backed—it never ends.

We knew right away that this was our biggest challenge. 

People Want to Eat Be Healthy
One of the many things we learned from our competitive analysis was that all of the brands had core messaging tailored to convenience, health and diet, or both. Yet in our audience insights, we found this to be something that consumers today consider as table stakes. 

From sustainability to concerns of illness, and losing weight to ethical brands, it quickly became clear that people didn’t want to just eat healthy. They wanted to be healthy and they were spending good money to do so.

A New Point of View
Bottom line is that consumers don’t need to be convinced to eat healthy, they need a reason to trust that this is the right brand for them. So we decided to try a different route. One that would look to the consumer’s overall hope for their health, beyond diet and convenience. Our strategy for the brand started simple: We get that food is about you, not us.

This became the foundation for more tactical ways the brand could work to achieve the company’s goals. 

The Sunnier Side to Food
The first point of order in developing the brand identity was to give it a name. Building from the Finish the Puzzle tactic, we knew the name had to reflect what the brand offered through the lens of the consumer.

Eat Sunny

When it came to the tagline, we wanted to develop something that reinforced our Be Mindful tactic. And as it turns out, that’s also the end result of Eat Sunny:

Feel Your Food

From website copy to language on packaging, the brand voice was designed to make the customer feel the way their food should: comfortable, engaged, satisfied. 

Voice and Tone

Go Deeper

Use detail when talking about the food—be specific and provide context.

Get Heightened

Associate food with emotions and thoughts that we want to have.

Be Colloquial

Food is something we’re all familiar with. Speak with them, not at them.

Share Energy

This isn’t just a job of the food. Speak in an active voice to convey movement.

Remove Buzz Words

Do not talk about food generally, abstractly, or in a way that speaks to trends.


Ask questions—of yourself, of the audience, of the market.

It’s All In the Name
This first thing you’ll notice about the visual identity is that it got its inspiration from the name—a color palette the color of the sun, warm and friendly type, and an unobstructed focus on ingredients.